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The 2023 edition of the Brand Licensing Expo is to host a new location-based entertainment trail offering special events in partnership with several major brands and IP
Lauren Heath-Jones | Planet Attractions | 04 Oct 2023
Path Entertainment Group and Hasbro recently worked together to produce a world-first immersive Monopoly experience Credit: BLE
The 2023 edition of the Brand Licensing Expo (BLE) is underway in London, UK, with the premier event hosting a new Location Based Experience (LBE) Trail.
Created to place emphasis on LBE experiences at this year’s show, the trail offers a series of special events in partnership with IP and brands such as Peppa Pig, Hot Wheels, The Natural History Museum, Hasbro and McLaren.
Among the experiences on offer, ‘Peppa Pig’s Bus Tour in collaboration with Brigit’s Bakery’ is an afternoon tea bus tour, aboard a 1960 Routemaster Bus. On the bus, guests can speak to members of the Brigit’s Bakery team to learn about how the experience was created, with the tour located at booth D205.
Another Peppa Pig experience, ‘Peppa’s Party Café’ at booth B211 is open throughout the expo and offers themed menu items and photo opportunities.
Booth C141 is home to ‘The Terminator Skynet bar’, with guests able to immerse themselves in the ‘captivating’ post-apocalyptic universe at the heart of the The Terminator franchise.
‘The VR Lab’ at booth D244 is described as a “virtual adventure waiting to be explored” where guests are able to try a series of VR games and challenges and immerse themselves in VR technology.
Located at booth B272, ‘Colour-In-Nature with the Natural History Museum’ is a giant colouring wall, where visitors can colour in an “abundance of incredible species from the natural world.”
Meanwhile, ‘The Arcade’ at E160 is a retro arcade zone with rows of classic arcade games.
Guests can also get a close-up look at a 3m (9.8ft) Tiger Shark Hot Wheels Monster Truck at booth E140 and a McLaren 720S at booth B274.
Other experiences include a Sports Bar, Relaxation Lounge and the Brands Untapped Footwear Showcase, featuring brand collaborations between Transformers x Irregular Choice, The Mets x Dr Martens and Sesame Street x Vans.
In addition to an extensive trade show floor, the expo is also offering a comprehensive education programme covering topics such as LBE trends, the experience economy, gaming, and food and beverage.
Speakers include Alex Sanson; senior brand manager at Magic Light Pictures, David Hutchinson; CEO of The Path Entertainment Group, Matt Proulx; VP of LBE at Hasbro and Brian Hook; CCO of The Everywhere Group.
“LBE is a huge and growing trend and one that has the potential to affect everyone in the most positive ways,” said BLE event director Ella Haynes.
“It’s also a category that embraces brands, designers, manufacturers and retailers: the entire brand licensing ecosphere. That’s why we wanted to create experiences at BLE that would let people enjoy LBE first-hand and be inspired by the people who have experienced success.
“We have a trail of activations on the show floor, our keynote from Hasbro and The Path Entertainment Group, our trend sessions and masterclass and much more.”
BLE began today (October 4) at ExCel London in the UK capital and runs until October 6.
Events
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